Smartphone users don’t like the idea of being served targeted ads on their smartphones – at least, for now. New survey results from Ipsos on behalf of TRUSTe show that 68% of US smartphone users are concerned about the possibility of having their activity tracked to serve them targeted ads.

Study after study has shown that smart device users, as well as the majority of people connected to the Internet in some way, don’t like being tracked without their knowledge or consent, and have concerns about privacy. But this could change in the near future.

This survey also showed that an increasing number of people are aware of the AdChoices icon, which is part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for Online Behavioral Advertising (OBA). Now, 37% of people are aware of this icon – a notable increase from 21% in the previous year. It’s very possible that as more consumers become aware of the AdChoices icon and realize that ads with this symbol let them opt-out of tracking, that consumer trust in ads will increase. This also underscores the importance for advertisers to be transparent and allow user control and consent when it comes to sharing information.

The survey also showed that one in three (33%) said the information available on AdChoices, along with the OBA opt-out option, would make them feel more positive about the concept of targeted ads. TRUSTed Ads gives consumers more control over their online ad experience by allowing them to opt-out of targeted ads via the DAA AdChoices icon.